Protecting privacy is a matter of longstanding social and cultural concern (Magi 2011). Privacy is commonly viewed as the individual’s ‘the right to be let alone’ (Warren and Brandeis 1890). The ease, speed and completeness by which information on the digital consumer can be gathered, aggregated and shared has again revitalised this area of concern. The focus of this chapter is on information control. Research into online privacy has divided the concept of information control into two areas: consumer awareness regarding how information is collected and consumer control over the subsequent use of the information once it has been collected (Sheehan and Hoy 2000). This chapter examines the collection and use of online consumer information in three stages: first by identifying the methods by which the digital consumer’s personal data is collected, second by examining how that data is used and third by exploring privacy concern. The chapter concludes with an agenda for research.
|Title of host publication
|The Routledge Companion to Digital Consumption
|Russell Belk, Rosa Llamas
|Place of Publication
|Published - 2013